Examinando por Materia "Omnicanalidad"
Mostrando 1 - 6 de 6
Resultados por página
Opciones de ordenación
Ítem Análisis comparativo de experiencia de cliente de Amazon marketplace y Mercado Libre(Universidad EAFIT, 2023) Rodríguez Betancur, Maria Antonia; Londoño Vélez, Natalia; Giraldo Hernández, Gina MaríaWith the Internet evolving, people are more connected than ever, living a digital lifestyle. Selling online has become crucial for companies to grow. To succeed in the online world, providing a great shopping experience is a must. That's why we needed to conduct a study to find out the best customer experience practices from big marketplaces like Amazon and Mercado Libre that can be applied to the e-commerce industry. We researched consumer trends from just before the pandemic (2019) up until now (2023) to understand how important the digital world is to people. We looked into e-commerce and customer experience literature and interviewed experts and shoppers to learn about their buying experience on the mentioned marketplaces. Based on all this info, we did a side-by-side analysis of the buying experience on these two sales channels and identified key factors for online success.Ítem Diseño del plan de mercadeo para la empresa Lámparas Ilumeco S.A.S.(Universidad EAFIT, 2024) Fernández Ramírez, María Paula; Rodríguez Vargas, Nicolás; Ruíz Velásquez, María AndreaÍtem Estudio de la omnicanalidad en el comercio minorista colombiano en el marco del comercio electrónico(Universidad EAFIT, 2020) Pardo Díaz, Luisa Pardo; Uribe de Correa, Beatriz Amparo; Monroy Osorio, Juan CarlosIn most Colombian businesses, the administration of sales channels is presented in various ways, from the organizational structure to the management of indicators that can ever face one channel to another. In this study, the omnichannel in the Colombian retail of electronic commerce will be analyzed so that it is possible to identify companies in Colombia applying the concept and strategies around it. Bearing in mind the following: retail in general have different ways of interacting with users, clients and consumers; as well as identification from e-commerce will provide a digital approach integrated customer management and tracking of 5 tenets of omnichannel approach. Later, several authors are studied, who dividing the point of view between service and business, as they affect all aspects of an organization. After the appears of the effect of the use of one or several sales channels simultaneously or even better in a channel without borders where users or clients go from call center to physical point of sale to the internet, etc. Within the same purchasing process, for a synergy between channels, which allows companies to propose an optimal supply strategy. A responding how will this transition and that role will digital transformation the question of the future of trade will be resolved.Ítem Hacia un método de predicción de resultados de evaluación en un contexto de micro aprendizaje(Universidad EAFIT, 2020) Sánchez Castrillón, Jose David; Vallejo, Paola; Tabares Betancur, Marta Silvia; Tabares Betancur, Marta SilviaThis paper presents a method for predicting the evaluation results of learners interacting with a context-aware microlearning system. We use ASUM-DM to guide di erent data analytics tasks, including applying a genetic algorithm that selects the prediction's highest weight features. Then, we apply machine learning models like Random Forest, Gradient Boosting Tree, Decision Tree, SVM, and Neural Networks to train data and evaluate the context's e ects, either success or failure of the learner's evaluation. We are interested in nding the model of signi cant context-in uence to the learner's evaluation results. The Random Forest model provided an accuracy of 94%, which was calculated with the cross-validation technique. Thus, it is possible to conclude that the model can accurately predict the evaluation result and relate it with the learner context. The model result is a useful insight for sending noti cations to the learners to improve the learning process. We want to provide recommendations about learner behavior and context and adapt the microlearning content in the future.Ítem Optimización de la experiencia en la compra online(Universidad EAFIT, 2017) González Yépes, Luis Guillermo; León Bustos, Diana Paola; Mejía Gil, María Claudia; Monroy Osorio, Juan CarlosThis article presents the results of a research that analyzes the experience in online shopping, in order to present optimization suggestions -- Given the characteristics of the object of study (identifying the stages of the online purchase process, the most used channels and the contact points with which users feel identified), the methodological approach was qualitative; at the information gathering stage, two group sessions and semi-structured interviews were conducted with experts on e-commerce and service issues -- The research started from the recognition of the existence of four stages in the online purchase process: interest, search, reinforcement and conversion; as the study progressed and the results of the first focus group were collected, an initial experience map was designed that reflected an additional later stage called post-sales / loyalty -- In this phase of the study, the information obtained was validated with experts and their contributions substantially fed the design of a final experience map in which six stages were defined for the online purchase process, since the last one was split -- With the results obtained, this research aims to be a guide or reference for future entrepreneurs in electronic commerce -- The findings of the study can be used to make marketing decisions so that they are oriented towards the creation of digital impact strategies for their clients and with which they generate long-term relationships that contribute to higher sales with a high return on investmentÍtem Plan estratégico de mercadeo diseñado para la empresa Darrow(Universidad EAFIT, 2022) Calle Restrepo, Vanessa; Zuñiga Raigoza, Jaime Alberto